Close Lucintel Chat
Didn't Find What You're Looking for?
Call us at +1972 636 5056 or write at helpdesk@Lucintel.com
Ask an Expert Provide Custom Requirements Download Sample Report Search Available Reports
  • helpdesk@Lucintel.com
  • |
  • Call Lucintel +1 972 636 5056
  • |
  • Login
  • |
  • Register
  • |
  • Search
  • |
'
...

The Impact of COVID-19 is included in Real-time Bidding Market Report. Buy it today to get an advantage.

Request the impact of COVID-19 on your product or industry


Real-time Bidding Market Trends and Forecast

The future of the global real-time bidding market looks promising with opportunities in the media & entertainment, game, retail & ecommerce, travel & luxury, and mobile app markets. The global real-time bidding market is expected to grow with a CAGR of 13.2% from 2025 to 2031. The major drivers for this market are the increasing demand for personalized digital ads, the rising use of programmatic ad buying, and the growing adoption of mobile advertising platforms.

• Lucintel forecasts that, within the type category, open auction is expected to witness higher growth over the forecast period.
• Within the application category, retail & ecommerce is expected to witness the highest growth.
• In terms of region, APAC is expected to witness the highest growth over the forecast period.
Gain valuable insights for your business decisions with our comprehensive 150+ page report. Sample figures with some insights are shown below.

Real-time Bidding Market Trends and Forecast

Real-time Bidding Market by Segment

Emerging Trends in the Real-time Bidding Market

The real-time bidding market is undergoing significant transformation driven by technological advancements, evolving privacy regulations, and the need for greater efficiency and transparency in programmatic advertising.
• The Shift Towards Cookieless Solutions: With the deprecation of third-party cookies, a major trend is the development and adoption of alternative addressability solutions, such as contextual targeting, first-party data utilization, and privacy-preserving identifiers, to maintain effective audience targeting.
• Increased Focus on Supply Path Optimization: Advertisers are increasingly demanding greater transparency and efficiency in their programmatic buys, leading to a focus on SPO to streamline the supply chain, reduce intermediaries, and improve ROI by directly connecting with publishers.
• Growth of RTB in Emerging Channels: RTB is expanding beyond traditional display and video to encompass emerging channels like Connected TV (CTV), Digital Out-of-Home (DOOH), and audio, offering advertisers new opportunities to reach audiences across various touchpoints programmatically.
• Enhanced Transparency and Trust: ThereÄX%$%Xs a growing emphasis on providing greater transparency in the RTB ecosystem regarding auction mechanics, data usage, and pricing. This aims to build trust between buyers and sellers and address concerns about opaque programmatic practices.
• The Rise of Private Marketplaces and Programmatic Guaranteed: While RTB traditionally involves open auctions, thereÄX%$%Xs an increasing trend towards PMPs and programmatic guaranteed deals, offering advertisers more control over inventory quality and pricing while still leveraging programmatic efficiency.
These emerging trends are reshaping the RTB market towards a more privacy-centric, transparent, and efficient ecosystem, expanding its reach across new channels and emphasizing direct and trusted programmatic transactions.
Emerging Trends in the Real-time Bidding Market

Recent Development in the Real-time Bidding Market

Recent developments in the real-time bidding market reflect the industryÄX%$%Xs efforts to adapt to a changing digital landscape, emphasizing privacy, efficiency, and expanded reach.
• Widespread Adoption of Header Bidding and Unified Auctions: The move towards header bidding and unified auction mechanisms has matured, providing publishers with more control over their inventory and driving greater competition for impressions, impacting how RTB auctions are conducted.
• Integration of Advanced Fraud Detection and Prevention: Significant advancements have been made in tools and techniques to detect and prevent ad fraud within RTB environments, increasing the quality and reliability of programmatic buys for advertisers.
• Development of Privacy-Centric Targeting Methods: The industry is actively developing and deploying new targeting methods that respect user privacy, such as contextual advertising and leveraging aggregated, anonymized data within RTB transactions.
• Increased Emphasis on First-Party Data Activation: Retailers and publishers with valuable first-party data are increasingly integrating this data into RTB transactions to enable more precise targeting and measurement for advertisers.
• Expansion of Programmatic Direct and Guaranteed Deals: ThereÄX%$%Xs a growing trend towards programmatic direct and guaranteed deals within RTB infrastructure, offering advertisers more control over premium inventory and pricing while still benefiting from automation.
These developments are impacting the RTB market by making it more efficient, transparent, and better equipped to handle privacy considerations, leading to a more sustainable and trustworthy programmatic ecosystem.

Strategic Growth Opportunities in the Real-time Bidding Market

The real-time bidding market presents numerous strategic growth opportunities as programmatic buying expands across various digital advertising channels and leverages increasingly sophisticated data and technologies.
• Connected TV Advertising: The growth of streaming services offers a significant opportunity for RTB to facilitate the programmatic buying and selling of ad inventory on CTV devices, reaching a large and engaged audience.
• Digital Out-of-Home Advertising: Programmatic DOOH, powered by RTB technology, allows for more flexible and data-driven buying of ad space on digital billboards and screens in public places, enabling contextually relevant advertising.
• Audio Advertising: The rise of podcasts and streaming music platforms creates opportunities for RTB to automate the buying and selling of audio ad inventory, reaching listeners with targeted messages.
• Native Advertising: RTB can be applied to the programmatic buying of native ad placements that blend seamlessly with the surrounding content, offering a less intrusive way to reach consumers.
• Mobile In-App Advertising: With the continued dominance of mobile usage, RTB offers significant growth potential for programmatic buying and selling of ad inventory within mobile applications, reaching on-the-go users.
These strategic growth opportunities demonstrate the expanding scope of RTB beyond traditional web display, encompassing emerging digital channels and offering advertisers more diverse and impactful ways to connect with their target audiences programmatically.

Real-time Bidding Market Driver and Challenges

The real-time bidding market is driven by the efficiency and scale it offers in digital advertising, but it also faces significant challenges related to privacy and complexity.
The factors responsible for driving the real-time bidding market include:
1. Efficiency and Automation: RTB automates the buying and selling of ad impressions, leading to greater efficiency and scale compared to traditional direct buys.
2. Granular Targeting Capabilities: RTB allows advertisers to target specific audience segments based on various data points, improving the relevance and effectiveness of advertising.
3. Real-Time Optimization: The dynamic nature of RTB enables advertisers to adjust bids and campaigns in real time based on performance data.
4. Increased Transparency (in some areas): Header bidding and SPO efforts are pushing for greater transparency in the auction process.
5. Growth of Programmatic Advertising: RTB is a foundational technology for programmatic advertising, which continues to grow as brands seek more data-driven and automated ways to reach consumers.
Challenges in the real-time bidding market are:
1. Data Privacy Regulations: Evolving privacy laws like GDPR and CCPA significantly impact how user data can be used for targeting and measurement in RTB.
2. The Deprecation of Third-Party Cookies: The phasing out of third-party cookies necessitates the development of new addressability solutions within the RTB ecosystem.
3. Complexity and Lack of Transparency (in some areas): The intricate nature of the programmatic supply chain can still lead to a lack of full transparency regarding fees and data usage.
The real-time bidding market is driven by its efficiency and targeting capabilities within the growing programmatic landscape. Addressing challenges related to data privacy, cookieless futures, and maintaining transparency will be crucial for its continued success and evolution.

List of Real-time Bidding Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies real-time bidding companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the real-time bidding companies profiled in this report include-
• Google
• WPP
• Adobe
• Criteo
• Facebook
• Smaato
• Yandex
• PubMatic
• Salesforce
• Rubicon Project

Real-time Bidding Market by Segment

The study includes a forecast for the global real-time bidding market by type, application, and region.

Real-time Bidding Market by Type [Value from 2019 to 2031]:


• Open Auction
• Invited Auction

Real-time Bidding Market by Application [Value from 2019 to 2031]:


• Media & Entertainment
• Games
• Retail & eCommerce
• Travel & Luxury
• Mobile Apps
• Others

Real-time Bidding Market by Region [Value from 2019 to 2031]:


• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Real-time Bidding Market

The real-time bidding market continues to evolve as a cornerstone of programmatic advertising, facilitating the automated buying and selling of ad impressions in real time. Recent developments are focused on navigating privacy regulations, enhancing transparency, improving addressability in a cookie less world, and integrating with emerging advertising channels to optimize campaign performance and advertiser ROI across global markets.
• United States: The US RTB market is highly sophisticated, with a strong emphasis on privacy compliance (e.g., CCPA) and the development of cookie less targeting solutions. Recent developments include the increased adoption of supply-side platforms (SSPs) with advanced auction mechanisms and the integration of RTB with connected TV (CTV) advertising.
• China: ChinaÄX%$%Xs RTB market is characterized by its scale and the dominance of a few large tech platforms. Recent developments focus on the growth of mobile-first RTB, the integration of RTB with social media and e-commerce platforms, and ongoing adjustments to data privacy regulations within the local digital ecosystem.
• Germany: The German RTB market prioritizes data privacy under GDPR, leading to a focus on consent management and privacy-preserving advertising techniques. Recent developments include the exploration of contextual advertising and the cautious adoption of cookieless solutions while maintaining transparency in programmatic transactions.
• India: The Indian RTB market is experiencing rapid growth, driven by increasing internet penetration and digital advertising spend. Recent developments include the rising adoption of programmatic buying across various ad formats, including video and mobile, and a growing awareness of the need for data governance and transparency.
• Japan: JapanÄX%$%Xs RTB market sees a balance between established programmatic practices and a strong emphasis on quality and brand safety. Recent developments include a gradual shift towards cookieless solutions and a focus on premium inventory within RTB exchanges, alongside careful consideration of consumer privacy.
Lucintel Analytics Dashboard

Features of the Global Real-time Bidding Market

Market Size Estimates: Real-time bidding market size estimation in terms of value ($B).
Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.
Segmentation Analysis: Real-time bidding market size by type, application, and region in terms of value ($B).
Regional Analysis: Real-time bidding market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
Growth Opportunities: Analysis of growth opportunities in different types, applications, and regions for the real-time bidding market.
Strategic Analysis: This includes M&A, new product development, and competitive landscape of the real-time bidding market.
Analysis of competitive intensity of the industry based on Porter’s Five Forces model.

Lucintel Consulting Services

FAQ

Q1. What is the growth forecast for real-time bidding market?
Answer: The global real-time bidding market is expected to grow with a CAGR of 13.2% from 2025 to 2031.
Q2. What are the major drivers influencing the growth of the real-time bidding market?
Answer: The major drivers for this market are the increasing demand for personalized digital ads, the rising use of programmatic ad buying, and the growing adoption of mobile advertising platforms.
Q3. What are the major segments for real-time bidding market?
Answer: The future of the real-time bidding market looks promising with opportunities in the media & entertainment, game, retail & ecommerce, travel & luxury, and mobile app markets.
Q4. Who are the key real-time bidding market companies?
Answer: Some of the key real-time bidding companies are as follows:
• Google
• WPP
• Adobe
• Criteo
• Facebook
• Smaato
• Yandex
• PubMatic
• Salesforce
• Rubicon Project
Q5. Which real-time bidding market segment will be the largest in future?
Answer: Lucintel forecasts that, within the type category, open auction is expected to witness higher growth over the forecast period.
Q6. In real-time bidding market, which region is expected to be the largest in next 5 years?
Answer: In terms of region, APAC is expected to witness the highest growth over the forecast period.
Q7. Do we receive customization in this report?
Answer: Yes, Lucintel provides 10% customization without any additional cost.

This report answers following 11 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the real-time bidding market by type (open auction and invited auction), application (media & entertainment, games, retail & ecommerce, travel & luxury, mobile apps, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. Which region will grow at a faster pace and why?
Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.5. What are the business risks and competitive threats in this market?
Q.6. What are the emerging trends in this market and the reasons behind them?
Q.7. What are some of the changing demands of customers in the market?
Q.8. What are the new developments in the market? Which companies are leading these developments?
Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?

For any questions related to Real-time Bidding Market, Real-time Bidding Market Size, Real-time Bidding Market Growth, Real-time Bidding Market Analysis, Real-time Bidding Market Report, Real-time Bidding Market Share, Real-time Bidding Market Trends, Real-time Bidding Market Forecast, Real-time Bidding Companies, write Lucintel analyst at email: helpdesk@lucintel.com. We will be glad to get back to you soon.
                                                            Table of Contents

            1. Executive Summary

            2. Global Real-time Bidding Market : Market Dynamics
                        2.1: Introduction, Background, and Classifications
                        2.2: Supply Chain
                        2.3: Industry Drivers and Challenges

            3. Market Trends and Forecast Analysis from 2019 to 2031
                        3.1. Macroeconomic Trends (2019-2024) and Forecast (2025-2031)
                        3.2. Global Real-time Bidding Market Trends (2019-2024) and Forecast (2025-2031)
                        3.3: Global Real-time Bidding Market by Type
                                    3.3.1: Open Auction
                                    3.3.2: Invited Auction
                        3.4: Global Real-time Bidding Market by Application
                                    3.4.1: Media & Entertainment
                                    3.4.2: Games
                                    3.4.3: Retail & eCommerce
                                    3.4.4: Travel & Luxury
                                    3.4.5: Mobile Apps
                                    3.4.6: Others

            4. Market Trends and Forecast Analysis by Region from 2019 to 2031
                        4.1: Global Real-time Bidding Market by Region
                        4.2: North American Real-time Bidding Market
                                    4.2.1: North American Market by Type: Open Auction and Invited Auction
                                    4.2.2: North American Market by Application: Media & Entertainment, Games, Retail & eCommerce, Travel & Luxury, Mobile Apps, and Others
                        4.3: European Real-time Bidding Market
                                    4.3.1: European Market by Type: Open Auction and Invited Auction
                                    4.3.2: European Market by Application: Media & Entertainment, Games, Retail & eCommerce, Travel & Luxury, Mobile Apps, and Others
                        4.4: APAC Real-time Bidding Market
                                    4.4.1: APAC Market by Type: Open Auction and Invited Auction
                                    4.4.2: APAC Market by Application: Media & Entertainment, Games, Retail & eCommerce, Travel & Luxury, Mobile Apps, and Others
                        4.5: ROW Real-time Bidding Market
                                    4.5.1: ROW Market by Type: Open Auction and Invited Auction
                                    4.5.2: ROW Market by Application: Media & Entertainment, Games, Retail & eCommerce, Travel & Luxury, Mobile Apps, and Others

            5. Competitor Analysis
                        5.1: Product Portfolio Analysis
                        5.2: Operational Integration
                        5.3: Porter’s Five Forces Analysis

            6. Growth Opportunities and Strategic Analysis
                        6.1: Growth Opportunity Analysis
                                    6.1.1: Growth Opportunities for the Global Real-time Bidding Market by Type
                                    6.1.2: Growth Opportunities for the Global Real-time Bidding Market by Application
                                    6.1.3: Growth Opportunities for the Global Real-time Bidding Market by Region
                        6.2: Emerging Trends in the Global Real-time Bidding Market
                        6.3: Strategic Analysis
                                    6.3.1: New Product Development
                                    6.3.2: Capacity Expansion of the Global Real-time Bidding Market
                                    6.3.3: Mergers, Acquisitions, and Joint Ventures in the Global Real-time Bidding Market
                                    6.3.4: Certification and Licensing

            7. Company Profiles of Leading Players
                        7.1: Google
                        7.2: WPP
                        7.3: Adobe
                        7.4: Criteo
                        7.5: Facebook
                        7.6: Smaato
                        7.7: Yandex
                        7.8: PubMatic
                        7.9: Salesforce
                        7.10: Rubicon Project
.

Buy full report or by chapter as follows

Limited Time offer

Price by License Type:
[-] Hide Chapter Details
[Chapter Number] [Chapter Name] [Chapter Number Of Pages] [Chapter Price]
Title/Chapter Name Pages Price
Full Report: Real-time Bidding Market Report: Trends, Forecast and Competitive Analysis to 2031 Full Report $ 2,990
A 150 Page Report
Lucintel has been in the business of market research and management consulting since 2000 and has published over 1000 market intelligence reports in various markets / applications and served over 1,000 clients worldwide. This study is a culmination of four months of full-time effort performed by Lucintel's analyst team. The analysts used the following sources for the creation and completion of this valuable report:
  • In-depth interviews of the major players in this market
  • Detailed secondary research from competitors’ financial statements and published data 
  • Extensive searches of published works, market, and database information pertaining to industry news, company press releases, and customer intentions
  • A compilation of the experiences, judgments, and insights of Lucintel’s professionals, who have analyzed and tracked this market over the years.
Extensive research and interviews are conducted across the supply chain of this market to estimate market share, market size, trends, drivers, challenges, and forecasts. Below is a brief summary of the primary interviews that were conducted by job function for this report.
 
Thus, Lucintel compiles vast amounts of data from numerous sources, validates the integrity of that data, and performs a comprehensive analysis. Lucintel then organizes the data, its findings, and insights into a concise report designed to support the strategic decision-making process. The figure below is a graphical representation of Lucintel’s research process. 
 

Please sign in below to get report brochure - Real-time Bidding Market Report.

At Lucintel, we respect your privacy and maintain the confidentiality of information / data provided by you
(Please enter your corporate email. * These fields are mandatory )

Follow us on